With the arrival of Customer Day, celebrated on September 15th, companies from various sectors intensify their loyalty strategies to attract and retain consumer loyalty. Reward programs, personalized service, and technological innovations are at the heart of actions that seek to turn the date into an opportunity to strengthen relationships with the audience and boost business.
In 2023, the same period generated revenue of R$72.5 million from September 10 to 16, a figure 21.5% higher compared to 2022 for Brazilian e-commerce, according to the platform for creating online storesNuvemshopAdditionally, the goal of creating Customer Day, credited to the responsible party, businessman João Carlos Rego, was to boost sales during a month that was usually weak for retail. The celebration that emerged in 2003, however, after 21 years, is renewed by focusing on the relationship with the consumer. But, currently, in the digital age, what loyalty strategies are companies implementing to maintain their loyal customer base?
“The trend I believe in the most for the loyalty sector is a hybrid format, which combines a points model with a strong emotional connection with the customer. More than just maintaining a loyal consumer base, the brand must understand what really has value for its audience and offer a memorable reward. Only then will it be possible to create a genuine bond with them and, consequently, stand out from the competition”, explains Marina Montenegro, Strategist and Trend Researcher atRethinktechnology, design, and strategy consulting focused on digital products.
Taking this into consideration, theYoolBrazilian startup of comfortable and sustainable sneakers, focuses on the customer experience from day zero. Customer loyalty is a priority for the brand, considered one of the main DNVBs (Digitally Native Vertical Brands) in the country, a business model characterized by companies born in the digital era with direct sales to the end customer, without distribution channels and intermediaries, and focused on technology and experience.
In 2023, the brand's recurrence rate was 42%, highlighting the effectiveness of its initiatives. And one of the reasons for this number is the "Refer & Earn“, one of the main loyalty programs of the Brazilian startup. Referrals are one of the most direct ways to reward customer loyalty, and so, when introducing Yuool to friends and family, the referrals get a 15% discount on their first purchase, and the customer who referred them receives R$100.00 in credits for each purchase made, and can even win a free pair of sneakers with just 4 to 5 referrals. “Our goal has always been to create a genuine and lasting relationship with our customers. With this strategy, we want to repay the trust they place in Yuool, encouraging them to share this experience with friends and family,” says Eduardo Abichequer, CEO of Yuool.
Already for theCuponation - reference in the coupon and discount modality -, coupons are ways to save time, avoid exhaustive searches for offers, and also optimize the shopping experience. "Coupons are a powerful tool to promote loyalty, encouraging repeat purchases, improving customer perception, and building a buying habit. Through them, brands can also reach new customers and consequently increase their sales," says Maria Fernanda Junqueira, co-founder and managing director Latam of Cuponation. In July, the platform recorded the use of over 70,000 coupons in the clothing segment, providing savings of over R$ 500,000 to customers.
For Henrique Falcão, Growth Director atIn the meantime, on-demand market and essential apps, it is important to consider at least three main factors for customer loyalty in online retail: a wide product assortment, affordable prices, and fast delivery. "Apps that offer a wide variety of brands and exclusive items are able to attract and retain a diverse customer base, which can significantly increase profitability," he comments.
Seeking to further strengthen the relationship with its customers during this period, Daki also offers exclusive promotions. Between September 15 and 17, with the purchase of a Stanley Mug for R$ 189.90, the company's customers will receive R$ 80 in Nestlé coffee capsules.
Even in the agricultural sector, companies are seeking ways to retain their customers. Among the initiatives, theOrbsIt stands out as one of the pioneers, revolutionizing the sector for over five years with its loyalty program. It allows rural producers to accumulate points by registering invoices or making purchases with the company's partners, for essential items for farmers, and exchange these points for new products or services that benefit both the farm and the professional's daily life with items for personal use.
With the loyalty market in Brazil expanding, which accounted for revenues of R$5.2 million in the first quarter of 2024,according to data from the Brazilian Association of Loyalty Market Companies (ABEMF), a startup stands out for offering competitive advantages to this audience.
“Building loyalty among rural producers is essential to strengthening the foundations of agribusiness in Brazil. At Orbia, we believe that offering real and tangible benefits to producers is key to creating a lasting and mutually beneficial relationship. With our loyalty program, we transform every purchase into a growth opportunity, allowing producers to invest even more in their operations. This not only brings direct benefits, but is also revolutionizing the sector by introducing a new dynamic of appreciation and rewards,” emphasizes CEO Ivan Moreno.
